United Kingdom Advertising Standards Authority (ASA) began to advise celebrities and sports stars to make it clear if they had been paid to tweet about a product or service by using the hashtag #spon or #ad within tweets containing endorsements, and the US Federal Trade Commission has issued similar guidelines. The practice of harnessing social media personalities to market or promote a product or service to their following is commonly referred to as Influencer Marketing. In 2019 The Cambridge Dictionary defines an "influencer" as any person (personality, blogger, journalist, celebrity) who has the ability to affect the opinions, behaviors, or purchases of others through the use of social media. Marketing efforts can also take advantage of the peer effects in social media. Consumers tend to treat content on social media differently from traditional advertising (such as print ads), but these messages may be part of an interactive marketing strategy involving modeling, reinforcement, and social interaction mechanisms. A 2012 study focused on this communication described how communication between peers through social media can affect purchase intentions: a direct impact through conformity, and an indirect impact by stressing product engagement. This study indicated that social media communication between peers about a product had a positive relationship with product engagement. Politics Social media have a range of uses in political processes and activities. Social media have been championed as allowing anyone with access to an Internet connection to become a content creator and as empowering users. The role of social media in democratizing media participation, which proponents herald as ushering in a new era of participatory democracy, with all users able to contribute news and comments, may fall short of the ideals, given that many often follow like-minded individuals, as noted by Philip Pond and Jeff Lewis. Online-media audience-members are largely passive consumers, while content creation is dominated by a small number of users who post comments and write new content. Online engagement does not always translate into real-world action, and Howard, Busch and Sheets have argued that there is a digital divide in North America because of the continent's history, culture, and geography. Younger generations are becoming more involved in politics due to the increase of political news posted on social media. Political campaigns are targeting millennials online via social-media posts in hope that they will increase their political engagement. Social media was influential in the widespread attention given to the revolutionary